CREATING GROWTH CAPABILITIES

How to create growth through brand purpose

If you don’t know why you exist, how can you know where you are going, what your priorities are or what to do next? For this reason, Brand Learning believes that clarity of brand purpose is critical for commercial success. This is supported by our Growth Drivers study which found that purpose was the No.1 contributor to Growth Driving companies (87% Growth drivers vs 61% Others.) It also identified that a purpose-led brand with clear values engages and involves both employees and customers, creating employee and customer happiness, the 2 biggest drivers of growth.

Many businesses struggle as they believe their purpose needs to be life-changing and worthy, which if totally unrealistic will fail to motivate employees and customers, and in the worst case may come across as cynical and dishonest – the very opposite of what purpose is meant to do.

This was the subject of an event we recently held with WARC in Singapore. Below you can read our presentation.

Get in touch if you’d like to hear more about the work we do helping brands create purposes that drive growth.

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